The influence of store environment on brand attitude, brand experience and purchase intention

The influence of store environment on brand attitude, brand experience and purchase intention

Background: Consumer decision-making is shifting from the rational to the emotional, and as a result, retailers are investing in unique store atmospheric cues to capture the attention of consumers. Although not a completely new phenomenon, a lack of studies on this topic remains in Africa, an emergi...

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Bibliographic Details
Main Authors: Marike Venter de Villiers, Richard Chinomona, Tinashe Chuchu
Format: Article
Language:English
Published: AOSIS 2018-07-01
Series:South African Journal of Business Management
Subjects:
experiential marketing
fashion
store environment
sensory branding
brand attitude
purchase intention
black middle class
Online Access:https://sajbm.org/index.php/sajbm/article/view/186

Internet

https://sajbm.org/index.php/sajbm/article/view/186

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